Update: What happened after Google rolled out Upgraded URL’s ?

Lorna Rose Gill Posted by Lorna Rose Gill

screenshot of adwords twitter response on their new urls

It’s rare that any kind of upgrade goes by without complaints from some quarters, and Google’s Upgraded URL rollout, which kicked off at the beginning of July, has been no exception. In fact, the number of ad review requests currently being made as a result of the changes even has Google pleading for patience from frustrated AdWords users:


The new system changes how URLs work within the AdWords framework. Previously, the tracking and landing page information was rolled into a single URL; now, the information will be discrete, with users able to change each part of it separately. Previously, when you changed any part of this information, the ad had to be taken down until Google approved the changes. Now, users are able to change the tracking part independently and keep their ad online and accruing valuable data.

The changes have meant a fair bit of work for users who weren’t using auto tagging, and we’ve outlined some of the steps people should have worked through to prepare. You can find the full list of tips here.

However, Google is staying responsive, with a new update revealed to help speed up the process of getting ads approved.

Under the current Upgraded URLs system, in cases where the final URL domain does not match the display URL domain, the ad won’t be approved, but users are still able to submit them, forcing them to experience an unnecessary and unsatisfying wait before finding out they’ve failed.

Following an update on 12th August though, the AdWords API will automatically return an error message for any ad where the final URL domain does not match the display URL domain, meaning users can immediately address the issue and get their ads up in front of potential customers that much faster.

Until the change comes into effect, users will have to keep a sharp eye out for any URL discrepancies that could slow down their campaigns and reduce the impact of their ads – a good habit to get into, no matter how many prompts Google is willing to give you.

About the author

Lorna Rose Gill
Lorna Rose Gill
Lorna is responsible for acquisition marketing at Adthena, communicating their award-winning product and generating demand. She has developed her career in fast-paced, start-up environments, including two tech track 100 companies. She is curious and passionate and likes to find stories in data and technology.